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Short videos have become essential in constructing destination image, yet strategies tailored to diverse city types and video genres remain insufficiently studied. This research selects three Chinese “wanghong” tourism cities – Harbin, Zibo, and Ganzi – as cases. Integrating the cognitive–affective-conative model, Message Sensation Value, and visual framing theory, it develops a multidimensional framework to analyze differentiated image construction strategies. Findings reveal three city types – resource-driven, culture-embedded, and celebrity-led – each employing distinct strategies. Official videos emphasize macro imagery and positive emotions, whereas user-generated videos focus on experiential authenticity. The study offers theoretical and practical insights for effective destination marketing adapted to city and account type.
Zhang et al. (Mon,) studied this question.